The normal school should provide for the training of the educator to make him realize that his is a twofold job: education as a teacher and education as a propagandist.

A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable.

It is not necessary for the politician to be the slave of the public's group prejudices, if he can learn how to mold the mind of the voters in conformity with his own ideas of public welfare and public service. The important thing for the statesman of our age is not so much to know how to please the public, but to know how to sway the public. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

People want to go where they wanted to be led.

If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway.

The great enemy of any attempt to change men's habits is inertia. Civilization is limited by intertia.

The counsel on public relations is not an advertising man but he advocates for advertising where that is indicated. Very often he is called in by an advertising agency to supplement its work on behalf of a client. His work and that of the advertising agency do not conflict with or duplicate each other.